Hi there, techpreneurs! Last week, I had the incredible opportunity to participate in the 2024 Brazil Forum by IBN (Brazilian Institute of Neuromarketing). The event was a real source of knowledge and inspiration, and I couldn’t help sharing some of the most valuable learnings I had, here with you.
“Neuromarketing” is a field of study that combines neuroscience with marketing to understand how human brain responds to different marketing stimuli. Therefore, this knowledge is used to create strategies that increase the effectiveness of campaigns and, consequently, improve sales results. In a competitive market like B2B, understanding the emotions and mental processes that influence these decisions can be a real asset.
Anticipation
Have you noticed that brands announce short news before major releases, without revealing all the details? They use teasers to generate curiosity.
This anticipation is one of the most powerful strategies in neuromarketing. It works because it releases dopamine, the hormone of pleasure and motivation, making people excited by the novelty. Therefore, this feeling can be used to increase the desire to participate or buy, and even the connection with your brand.
Neurobranding
This concept refers to the creation of emotional associations with a brand through elements such as slogans, symbols and campaigns. Strong B2B brands have managed to create these emotional connections effectively.
For example, IBM uses the slogan “Let’s put smart to work”, which highlights its technological innovation and also evokes a sense of reliability and competence. Another case is Salesforce, which used its iconic cloud symbol and the slogan “ No Software ”to promote the idea of simple and accessible solutions, associating them with emotions of ease and technological advancement.
These emotional associations are powerful because the human brain processes emotions faster than rational information. When a brand is able to connect emotionally with its audience, it becomes more memorable and preferrable, especially in times of purchase decision.
Neurostorytelling
O “neurostorytelling” is a technique that uses stories to engage the public and influence their emotions and behaviors. Large B2B brands have used this technique brilliantly, exploring the 5 senses to motivate sales.
An example is Dow Chemical’s “ The Human Element ” campaign. The company used exciting videos and reports to show how its products positively impact people’s lives. That is, explored captivating visuals, pleasant sounds and touching stories to create an emotional connection with viewers.
Another example is General Electric ( GE ) with its campaign “ The GE Store ”. The company used videos and narratives to show how its innovations are transforming different industries. They explored intense visual elements and inspiring stories to capture your customers’ attention and imagination.
For entrepreneurs, especially start-up directors, applying neurostorytelling can be an effective way to stand out in the market. In other words, telling real stories about how your products or services impact customers’ lives can create a deep and lasting emotional connection.
Neuromarketing in Copywriting
Finally, let’s talk about how the neuromarketing can be applied in copywriting to improve the texts of sales pages and emails. There are several techniques to make your text more persuasive and impactful. Many call these resources “ mental triggers ” which, yes, are powerful, if used in a balanced way, as the B2B public does not like appealing exaggerations. Some of them are borrowed authority ( influencers ), social evidence from testimonies and evaluations, moving stories that arouse emotions, scarcity to speed up decisions, and belonging.
Want to talk about how to apply neuromarketing in your B2B copies? DM me!
DENISE MACIEL
Copywriter SEO | Marketing Strategist
/in/denisemaciel-copywriter-seo/
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